5 tips for exploring radio advertising options

Everyone drives a car, and most people listen to the radio on the road, so why not advertise your brand or product on the radio, right? Well, it’s a little more complicated than that. There are a variety of radio advertising options, depending on your market, and you should determine your business objectives before you start adding your favorite FM channel to your brand’s advertising plan.

Are you trying to get the word out about your company and offerings? Is there a specific product or sale you’re trying to promote? Once you know what you’re trying to accomplish, next you should determine who you’re trying to reach. Let’s say you own a small Mexican restaurant with a new “Big Burrito” special. You’ve decided your target is men in their teens and 20s. That information can help you determine whether radio should be part of your advertising mix.

Here are a few tips to keep in mind as you explore radio advertising.

Consider your market. If you’re in a location where most people still drive to work, radio might make more sense than other media types. Also, once you’ve nailed down the prospects you’re targeting, you need to determine the radio stations and programs that have a similar audience.

Think about your budget. How much are you willing to spend for a 60-second spot or do you think you can get your message across in 15 seconds? Consider the time frames you’d like the commercial to run and discuss those options with the station.

Radio is often more appealing to certain types of local companies, including car dealers, jewelers and other small businesses. Most of these companies want to provide a phone number, website or location so that the audience can reach them or actually drive there, so if that’s not part of your aim, radio might not be the best fit.

Radio isn’t just traditional media anymore. Have you thought about digital radio or radio station websites? For example, Pandora has unique advertising opportunities for local businesses as well. Or maybe you’d like to check out what display ad availability you can find on a local station’s site. Some radio stations allow businesses to sponsor on-air features like traffic or weather. If a commercial involves too much time or money for you to undertake, explore a sponsorship with the station.